In web marketing, landing page is the specific page that the visitor reaches after clicking a special link or advertisement. Often, this page shows the contents that are an extension of the links or advertising, or the page is optimized for a specific keyword (keyword) or phrase to "attract" the search engines.

The classic use is keyword based advertising programs like Google AdWords or affiliate programs as TradeDoubler and Zanox.

A landing page is often customized for your pay per click campaigns so that its contents are the more "vertical" as possible, as close as possible to what is searched on the search engine. Often campaigns are even made of the parameters, it is the case of dating sites.

There are two types of landing pages, call

Landing Page Consultation (Reference) are designed to communicate important information for the visitor, this page may also include particular elements or text.
Transactional Landing Page (Transational) prompts them to complete a certain task navigator (normally fill out a form on the web). This type of landing pages, by far the most widely used, is used to sell products, services or content.
The goal of a landing page is to ensure that as many browsers (as measured by unique visitors) arrive on the page and convert to registered users, the efficiency index is called the conversion rate (Conversion Rate, "CR").
To ensure proper CR, it is important the presence of certain parameters:

Greatest possible compatibility of the landing page on all platforms, resolution used by weight in KB, for technology choices (not recommended, if not indispensable, Java, Flash, but any kind of programming level; the best landing pages are usually trivial pages. html).
Presence of a call to action very clear and unambiguous. One thing to do, no external link to the page.
Presence of special offers, such as: Special, but only up ... Sign up and you'll free the first week ....
Discount of 10%, 30%, 50% ...